What’s in a name?

A year ago, many observers (including myself) mocked the newly named Accenture. After a bitter dispute, the consultancy had severed itself from Arthur Andersen, and had to come up with a new name. 

As Andersen gets into deeper and deeper water over its role in the Enron debacle, its name is diminishing in value by the day. Having spent 88 years burnishing the lustre of the name, it’s extraordinary how rapidly it can fade.

What odds on a high-priced naming consultant being called in to refashion Andersen yet again?